July 24, 2002

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Preview:
2004 Audi A8
by Greg Wilson

Since it was introduced in 1994 in Europe, and in 1996 in North America, the Audi A8 has been one of the most technically sophisticated, luxurious and best-performing cars in its class. It's also been a perennially-bad sales performer. In 2001, Audi sold just 163 A8's in Canada while Mercedes sold 1,218 S-Class models, Jaguar 498 XJ sedans, BMW 466 7-Series models, and Lexus 455 LS430's. Even the terminally-trailing Infiniti Q45 (which admittedly is new for 2002) sold 190 units.

Having driven the current Audi A8 on numerous occasions over the years, I can't help but wonder why this superb car hasn't been more popular. For starters, it's more fun to drive than even a BMW 745i, yet has as much interior room and comparable comfort, luxury, and safety features as its competitors.

And though it's been seven years since the A8 was introduced in North America, it is still the only full-size luxury sedan with a rigid, lightweight aluminium spaceframe design and aluminium body, and the only one with a standard all-wheel-drive (quattro) system. Equipped with a standard (in Canada) 310 horsepower 4.2 litre V8 engine, 5 speed Tiptronic automatic transmission, Quattro system, and a fully independent suspension, the current A8 is as quick as its competitors in the dry, and simply unbeatable in the wet or snow.

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So why the poor sales results? I blame it on two things: copycat styling and poor marketing. The current A8, while simple and elegant, looks very similar to the previous generation A4 and A6 models (which were recently redesigned), and it never really stood out from other Audis. As well, its sophisticated aluminium construction is not obvious from its appearance - only informed buyers will appreciate its strong, lightweight aluminium construction and good power to weight ratio.

Therein lies the other part of the problem - few people seem to be very informed about the A8 - it seems to have a much lower profile than other luxury cars. I can't remember seeing or hearing any TV commercials, print ads, billboards, or other promotions for the A8 after its first year on the market.

With the introduction of the second generation A8, the question is whether its improvements will be enough to bump it into the mainstream of luxury buyer consciousness where it can receive the recognition it deserves. Much will depend on Audi's marketing strategy which I assume will be more aggressive this time around now that Audi has more cash in its pocket.

As far as the car is concerned, it appears that Audi hasn't learned from its past mistakes. The new A8 resembles the recently-designed A4 and A6 models (although admittedly, the A8's taillights are distinctive). This is the same formula Audi used with the current A8, and while it makes it easy to recognize it as an Audi, I'm not sure if people will say, "Hey, there's the new Audi A8!".

The other major changes - a 25 horsepower increase (in the 4.2 litre engine), a new 6-speed Tiptronic transmission with optional steering wheel paddles, a new 'multi-media interface' interior control system, a standard air suspension with three adjustable comfort settings, and a 60% stronger aluminium spaceframe, can only be appreciated after the customer gets behind the wheel. That will make Audi's marketing efforts even more important.

Although I haven't tried the A8's new 'multi-media interface' interior control system, it looks to be just as confusing as BMW's i-drive system and Infiniti's Vehicle Information System. Using fewer buttons to control more features seems like a no-brainer solution to simplifying the operation of interior functions - but it doesn't seem to work out that way.

In one important respect, the A8's prospects are brighter than the previous models': Audi has much higher profile now than they did in 1996. The model which really rejuvenated the company, the 1996 Audi A4, was just beginning to take off then. And in the mid-90's, there were still lingering memories of the "unintended acceleration" fiasco caused by false accusations made by the TV show, '60 Minutes'.

It's a safe bet the new A8 will be even more impressive than the current one – I just hope more buyers will be motivated to get behind the wheel.

The A8 goes on sale in Germany this year, but we probably won't see it until next year, perhaps as a 2004 model.

2004 Audi A8 - At A Glance

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• Newly developed ASF-type aluminium body now offering 60 percent better rigidity

• Engine: 4.2 litre V8, two-stage variable intake manifold, DOHC, 5 valves per cylinder, fully electronic sequential injection, coordinated torque control, hot-film air-mass measurement, drive-by-wire throttle control, mapped ignition with solid-state high-voltage distribution, cylinder-selective knock control using two sensors, adaptive lambda control.

• 3.7 litre V8 not offered in Canada

• Top speed: 250 km/h.

• Acceleration from 0-100 km/h: 6.3 seconds (improved from 6.7 seconds)

• Horsepower 335 @ 6500 rpm

• Torque 430 Nm @ 3500 rpm (316.9 ft-lbs)

• 6-speed tiptronic with Dynamic Shift Program and Sport program, paddles

• Quattro permanent four-wheel drive with Torsen differential

• Fuel consumption: City: 17.5 l/100 km; Hwy 8.7 l/100 km

• Curb weight 1780 kg (3924 lb.)

• Length 5051 mm (198.9 in.)

• Width 1894 mm (74.6 in.)

• Height 1444 mm (56.9 in.)

• Wheelbase 2944 mm (115.9 in.)

• Luggage capacity 500 litres (17.7 cu. ft.)

• P235/55R-17 tires, cast aluminium wheels, 10-hole styling

• Aluminium running gear with 4-link front suspension and trapezoidal-link rear suspension

• Front suspension: Four-link front suspension, double upper and lower wishbones, anti-roll bar, air suspension

• Rear suspension: Self-tracking trapezoidal-link axle with wishbone, anti-roll bar, air suspension

• Adaptive air suspension with continuously variable damper settings. Choice of three modes for individual spring/damper characteristics produce optimum operating dynamics and maximum comfort; additional lift mode for improved ground clearance on uneven terrain

• Optional sport adaptive air suspension - a sports suspension system again with three modes, for overtly sporty adjustment of the suspension to the driver's preferences, plus lift mode

• Steering: maintenance-free rack-and-pinion steering with speed-dependent power assistance and variable ratio / approx. 12.1

• Turning circle: app. 12.1 metres (39.7 ft.)

• Brake system, front/rear Diagonally split dual-circuit brake system with ESP/ABS/EBD, brake servo, hydraulic brake assist, disc brakes, front and rear: ventilated discs; front: double-piston callipers; electro-mechanical parking brake

• New high-performance brake system with electromechanical parking brake

• Automatic tire pressure monitoring system

• Two-stage airbag activation for the driver and front passenger and the Audi SIDEGUARD head-level airbag system - as standard. New: active head restraints at the front

• Adaptive light, an innovative form of lighting technology with cornering light

• Adaptive cruise control, radar-assisted distance control

• Integrated MMI Multi Media Interface operating concept

• Advanced key access and authorisation system

• One-touch memory, driver-oriented personalisation

Greg Wilson is a Vancouver-based automotive journalist and editor of CanadianDriver